26 February 2025

7 Luxury Watch Myths: Debunked by Experts

BY JAMES SAMPSON

Luxury watches are more than just timepieces - they're symbols of craftsmanship, heritage, and precision engineering. However, myths and misconceptions continue to circulate, often deterring potential collectors or misleading enthusiasts. Let's set the record straight by debunking seven of the most persistent luxury watch myths.

Myth 1: Quartz Watches Aren’t True Luxury

Many believe that a luxury watch must have a mechanical or automatic movement to be considered "true luxury," dismissing quartz as inferior.

Why this myth is misleading:

While traditional watchmaking is often associated with mechanical craftsmanship, quartz watches have their place in the luxury world. Brands like Cartier, Grand Seiko, and even Patek Philippe have produced high-end quartz models with impeccable precision, finishing, and design.

Take the FP Journe Élégante quartz movement, for example. It features an electro-mechanical movement that goes into standby mode after 35 minutes of inactivity and instantly restarts when worn again, preserving battery life for up to 10 years. This level of complexity and efficiency is rarely seen in traditional quartz movements, proving that luxury quartz watches can be just as impressive as their mechanical counterparts.

Myth 2: Luxury Watches Must Be Expensive to Be Good

A common misconception is that only watches with sky-high price tags are worth collecting or appreciating.

Why this myth is misleading:

Price doesn't always dictate quality. Some of the most respected watchmakers produce pieces at relatively accessible price points. For example, the Omega Seamaster and Tudor Black Bay collections offer exceptional craftsmanship, in-house movements, and robust materials without reaching six-figure price tags.

What truly defines a luxury watch is the level of detail in its movement, finishing, and design - not its cost. Many independent brands, such as Nomos Glashütte, produce stunning in-house watches at a fraction of the price of bigger names.

Myth 3: Watches Are Only for Telling Time

With smartphones readily available, some argue that watches are obsolete.

Why this myth is misleading:

A luxury watch is far more than a tool for telling time - it’s a piece of art, a statement of personal style, and, in some cases, a long-term investment. A Patek Philippe Grand Complication showcases human ingenuity with its intricate perpetual calendar, minute repeater, and moon-phase complications. Likewise, dive watches like the Rolex Submariner are designed to withstand extreme underwater conditions, proving their utility beyond just timekeeping.

Watches also hold sentimental value. Many are passed down through generations, carrying history and personal significance in a way that no smartphone ever could.

Myth 4: Luxury Watches Are Too Fragile for Everyday Wear

Many assume that luxury watches are delicate and should only be worn on special occasions.

Why this myth is misleading:

High-end watches are designed to withstand everyday wear, and many luxury brands build timepieces specifically for durability. The Rolex Explorer II was designed for cave explorers, the Omega Speedmaster survived the Moon landing, and the Audemars Piguet Royal Oak revolutionised the industry with its robust, sporty elegance.

Sapphire crystal, ceramic bezels, and high-grade stainless steel ensure that modern luxury watches can handle daily use. Even some dress watches, such as the Jaeger-LeCoultre Reverso, were originally designed for polo players, proving that luxury and durability can go hand in hand.

Myth 5: "Swiss Made" Means 100% Swiss Made

A “Swiss Made” label on a watch might suggest that every component is from Switzerland, but that’s not entirely true.

Why this myth is misleading:

To qualify as “Swiss Made,” a watch must have at least 60% of its production costs incurred in Switzerland, and the movement must be assembled and inspected there. However, many components - such as cases, dials, and bracelets - can be sourced from other countries, including Germany and China.

Even prestigious brands like Audemars Piguet and Patek Philippe occasionally outsource certain parts, though they maintain strict quality control standards. The label is a mark of Swiss craftsmanship, but it doesn’t guarantee that every element is Swiss-produced.

Myth 6: You Can Overwind a Watch

A common fear among new collectors is that manually winding a mechanical watch too much will damage it.

Why this myth is misleading:

Modern mechanical watches have a built-in slipping clutch mechanism that prevents overwinding. Once the mainspring reaches full tension, the clutch disengages to stop further winding. This feature is found in most high-quality manual and automatic watches, including Rolex, Omega, and Patek Philippe.

However, vintage watches may not always have this safeguard, so extra care is needed when winding older timepieces.

Myth 7: Watches Don’t Appreciate in Value

Many assume that buying a luxury watch is like buying a car - it depreciates the moment you purchase it.

Why this myth is misleading:

While not every luxury watch increases in value, many do, especially those with limited production, historical significance, or strong brand heritage. Watches from Rolex, Patek Philippe, and Audemars Piguet often appreciate over time due to demand and scarcity.

For example, the Rolex Daytona Paul Newman sold for around $200 in the 1970s and is now worth millions at auction. The Patek Philippe Nautilus 5711, which had a retail price of approximately £25,000, saw resale prices skyrocket past £100,000 after being discontinued.

That said, appreciation depends on the brand, model, condition, and market trends. While some watches gain value, others may hold steady or decrease, so buying purely for investment should be done carefully.

Final Thoughts

Luxury watches are surrounded by myths, but understanding the reality behind them can make collecting and appreciating these timepieces even more rewarding. Whether you're drawn to their craftsmanship, heritage, or investment potential, a well-chosen luxury watch can last a lifetime - and beyond.